Not all sustainability claims are created equal: marine sector warned against greenwashing

Sustainability has become a cornerstone of modern marina management, writes Dean Fuller (marine, overseas and client success manager) Dura Composites, but marina operators – and others – need to be shrewd when it comes to unpicking greenwashing.

As the marine industry races to align with global climate targets and reduce its environmental footprint, there is a growing pressure on marina operators to invest in sustainable infrastructure and practices. At first glance, this seems like a win-win situation: manufacturers are offering products with green credentials, and marine professionals are eager to incorporate them into their projects.

However, the reality is more complex. Not all sustainability claims are created equal and the industry has a responsibility to select the right partners, taking an informed approach when evaluating products and suppliers.

Taking a shrewd approach isn’t about distrusting manufacturers. It’s about building partnerships based on transparency, data, and shared environmental goals. By asking tough questions and demanding evidence, the wider marine sector and marina operators not only protect their own investments but also contribute to raising the bar for sustainability across the industry.

Unpicking greenwashing: language, metrics, imagery

It’s important to be able to spot false or misleading information about the environmental benefits of a product or service.

Vague language, including certain terms and claims, is frequently used in greenwashing tactics. It includes phrases like ‘eco-friendly’, ‘green’, or ‘sustainable’.

Metrics need to be quantifiable. Marina professionals should be cautious of generalisations and instead ask for specifics about what makes the product sustainable? Compared to what baseline? What data backs-up the claims?

Misleading imagery can be nuanced, such as using images of nature on packaging, even if the environmental impact is nothing to shout about.

Factors to assess green credentials

Thus, when assessing a supplier’s green credentials, professionals should consider the following factors.

First, the raw materials being used — some materials are inherently more sustainable than others depending on a number of factors, including their origin, environmental impact, and whether they are biodegradable or recyclable. Some products, like GRP, may also include a percentage of recycled materials.

Second, the manufacturing process — some materials, like concrete, may have a significant carbon footprint due to the cement production process. This is all important information to consider when weighing up decisions. The lifespan of the product needs to be factored in as well. This is particularly relevant for marina operators who might be looking to procure new infrastructure.

Third, transportation — how far the product has travelled to reach the site, and by what means, has implications. Weight will also have an impact on emissions. Ask suppliers about the carbon footprint for their product, from extraction to delivery.

Fourth, evidence — see whether the supplier makes information regarding sustainability readily available, and whether they can provide EPDs (Environmental Product Declarations) for the products being considered.

Fifth, end-of-life plans — ask what provisions there are for reuse or recycling at end-of-life, and be sure to scrutinise the answer. Obviously repurposing or recycling is much better than old products ending up in landfill, but some recycling processes can cause more harm than good.

Engaging with industry peers and networks to share knowledge and experiences with different products and suppliers is worthwhile. Learning from others can help identify trustworthy manufacturers and avoid costly mistakes.

Certifications and other trust signals

Reputable manufacturers will be able to provide third-party certifications that verify their sustainability claims. Look for labels such as ISO 14001 (Environmental Management Systems), and EPDs. Check to see if the company may have won awards for their sustainable processes or products too.

Transparency is also key. Manufacturers should be willing to share this information. If they are hesitant or vague, it could be a red flag.

Collaborating for real change against greenwashing

As marinas continue to become more environmentally conscious, it’s vital that the infrastructure supporting them lives up to the same standards. Genuine sustainability requires diligence, collaboration, and a commitment to long-term thinking. Anything less risks undermining both environmental progress and business performance.

For marina operators, the consequences of making the wrong decisions go beyond reputational damage. Making infrastructure choices based on misleading sustainability claims can result in long-term operational inefficiencies, increased maintenance costs, and failure to meet environmental compliance standards.

A truly sustainable product must be evaluated across its entire lifecycle. This includes every stage of the product’s journey, starting with raw material extraction, continuing through processing, manufacturing, and transportation, and ending at the point of installation.

Dura Composites delivers low carbon composite walkways, and has a range of GRP products especially suited to marine environments. In 2023, the company installed GRP grating and profile in a bespoke sand colour at Conway Fishing Pier, Wales.

All images courtesy of Dura Composites.